Perspectives 2008 - Packaging must pack a bigger punch
Allen Adamson
While it certainly confirmed what I know, it didn’t take a recent New York Times article to get me thinking about the rise of package redesign as a new, old branding tool.
I can stroll down any supermarket aisle, any drugstore aisle, any discount-retailer aisle and get all the confirmation I need. The number of well-known brands taking on package makeovers has grown exponentially in the past couple of years.
It used to be standard operating procedure for consumer goods to keep package design static for six...